1
The Heathrow                     Windsor Marriott                          Hotel                     Main Challenge: impro...
Room with two          Leisure club   Central brewery   Internal swimming pool   Windsor Boardroom double beds            ...
• The hotel is more affected by the Economical and the Social environmentsbecause it is directly linked to the customers. ...
The direct competitors form a real threat:   • Hotel market: Other luxury hotels   • Leisure market: spa, fitness clubs   ...
• 2 types of customers: the individuals and the companiesThanks to its range of products, all customers can come to this h...
Not really present worldwide, Marriott benefits a very good brand image in theEnglish-speaking countries. Thanks to the we...
   Report of Sophie   The website of the company:       https://www.marriott.fr/reservation/guestInfo.mi Forum about t...
In 2011 we are going to develop a new service which will be to create events in theevening for people who are alone and wh...
Because of its strong brand image, Marriott cannot take the risk of tarnishing itsfamous reputation. That’s why the execut...
The average price for one night is 120€There are 380 rooms in the hotel and 360 days a yearIf only 1.5 % of the budget is ...
We want to provide evening events with the possibility of having dinner at thesame time. Customers have to book their tabl...
3.4.1: PR (event): we will invite the representatives of companies to the first show,which are used to organising conferen...
Two people of the event team will be responsible of this project in order to bemore efficient. We will train all employees...
In the second part, we have seen that thanks to our new service, we can earn246 240€ per year.So if we take 8% of our year...
The project must be checked by event managers and sales managers of thecompany. They can discuss it during the weekly meet...
 Thanksfor your attention to      our presentation           The Buckingham Suite                                  17
Back     1.Environmental analysisPolitical: The hotel evolves in an international context because Marriott is aworldwide c...
On which markets is the hotel?   •Hotel Business: Of course the Heathrow Windsor Marriott Hotel is first of   all hotels; ...
BackBarriers of entry and exit: 7/10It is quite difficult to enter on the sector of luxurious hotels, there are a lot of r...
The five main direct competitors of the Heathrow Windsor Marriott Hotel are:      Competitors                             ...
BackIndirect competitors    •Hotel: it can be chain of budget hotels . In fact this kind of hotel purpose a    room for a ...
Back       23
To follow you can see different positioning (part1, point 7) depending onlocation, quality of services and diversity of se...
Back1                 Back 2Between the 3 graphics,this one is the mostimportant . That’s whywe have decided toconcentrate...
BackMarketing objectives :                                             Strengths                                     Weakn...
BackQuestionnaire to Katie Lahlou, sales manager of the HeathrowWindsor Marriott Hotel.Do you think that our project is ac...
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A plan of Windsor Marriott Heathrow London

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Free marketing plan sample of Windsor Marriott Heathrow London, by www.marketingPlanNOW.com

  1. 1. 1
  2. 2. The Heathrow Windsor Marriott Hotel Main Challenge: improve the “product” with entertainmentBacconnet ElodieDubreuil SophieCorbet LuciePanagiotidou Sofia
  3. 3. Room with two Leisure club Central brewery Internal swimming pool Windsor Boardroom double beds •The Heathrow Windsor Marriott Hotel is a luxurious four stars hotel located in Slough (in the south-east of London). •Ithas got 382 bedrooms and 10 conference rooms. •150 employees work there. 3
  4. 4. • The hotel is more affected by the Economical and the Social environmentsbecause it is directly linked to the customers. If the customers have less moneybecause of the crisis, then it affects the hotel because they lose their clients. Andif the trends change and the clients do not want to come to the hotel anymore, itwill of course affect the hotel.• See Annex n°1 1.2: Market Analysis In 2010, we believe the level of competitiveness is quite high, which means that the market is quite competitive.  See Annex n°2 (two slides) 4
  5. 5. The direct competitors form a real threat: • Hotel market: Other luxury hotels • Leisure market: spa, fitness clubs • Bar market: other bars • Restaurant market: other restaurants • Event market: conference rooms, companies that organise events for individual and businesses…  See Annex n°3 (two slides)Why is the Heathrow Windsor Marriott Hotel successful : • The location • Quality of the services • Their leitmotiv is to take care of their guests. 5
  6. 6. • 2 types of customers: the individuals and the companiesThanks to its range of products, all customers can come to this hotel without the sameexpectations.Offer for every kind of customers: families, business men, hotel for short stay andhotel for long stay, etc. See Annex n°4 1.5: Price, Promotion, ServiceMarketing offer:• high prices  Marriott is a luxurious hotel.• several pricing formula: only one room for a night, for a week, for the whole family withbreakfast.Marketing promotion: they invite people to the hotel for events and they give out somevouchers to do activities in the hotel. (drink, dinner, membership, accommodation…)Service Marketing Elements: an atmosphere very friendly: people always call each other bytheir first name and each year an associate week is organised. This hotel is closed to manytouristic places and transports (Winsor, airport, London...). See Annex n°5 (two slides) 6
  7. 7. Not really present worldwide, Marriott benefits a very good brand image in theEnglish-speaking countries. Thanks to the well-known quality of its services, theMarriott brand can take advantage of the booming travel and tourism industry.The friendly atmosphere among the staff contributes in developing very good andclose relationships to its clients. Eventually, the very well location of the HeathrowWindsor Marriott Hotel is the biggest strength of the company. On the other side,Marriott Hotel could be threatened by the expansion of low cost brands whichpractice competitive prices. See Annex n°4 1.7: PositioningTo reach our targeted audience (business men during the week and families duringthe week-end and holidays), Marriott should really take advantage of its locationwhich brings the brand the best opportunity to be competitive on the market. See Annex n°5 (two slides) 7
  8. 8.  Report of Sophie The website of the company:  https://www.marriott.fr/reservation/guestInfo.mi Forum about the strengths, weaknesses of the Marriott brand and aboutthe opportunities and threats of the market:  http://malaysia.answers.yahoo.com/question/index?qid=20090908 002222AA2whKm 8
  9. 9. In 2011 we are going to develop a new service which will be to create events in theevening for people who are alone and who are bored in their rooms (servicedevelopment strategy). 2.2: Desired market segmentationIn the week our target is mainly business men who stay at the hotel for conferences.On the weekend our targets are also families and people who visit the area.During the summer, the target can be customers of the park and fly packages. 2.3: Goals of the company for 2011 We are willing to reach more clients by enhancing the promotion of the Hotelthanks to direct marketing. Our second goal is to improve the level of satisfaction of our customers bymaking customers survey. 9
  10. 10. Because of its strong brand image, Marriott cannot take the risk of tarnishing itsfamous reputation. That’s why the executive management has to measure deeplyeach of their plans before launching it.Our objectives consist in developing our offer by deepening the quality of theexisting services. Then, we are willing to understand better our clients to exactlymatch their expectations and gain a higher level of confidence. We want to reinforceour brand image by endorsing the promotion of our Hotel. See Annex N°6 2.5: PositionTo overcome the gap and reach the position where the management plans to be nextyear, we want to improve the quality of our services by diversifying our range ofactivities in order to increase our customers’ satisfaction. For that, we are going toendorse our good location next to the airport and the Slough Trading Estate. See Annex n°5 (two slides) 10
  11. 11. The average price for one night is 120€There are 380 rooms in the hotel and 360 days a yearIf only 1.5 % of the budget is generated by our new service, it represents:120 x (380 x 1.5%) x 360 = 246 240€We estimate our sales forecast for next year to an amount of 246 240€, whichmakes sense for us. 3.1: Main cooperative bodies • Cater: Ragamama • Theatre: The Royal court Theatre • Concert hall: O2 arena • Opera: Bel Canto • Music, Artist: Virgin active Slough  See Annex N°7 3.2: Retaining marketing activities • Christmas Parties • Hoppa Bus • Wimbledon lunch • Henley Regatta • Ladies Ascot Breakfast 11
  12. 12. We want to provide evening events with the possibility of having dinner at thesame time. Customers have to book their table in advance if they want toparticipate.The shows’ prices are included but not the dinners’ prices.The program will be available on the website from every Sunday for the nextweek.The shows will take place on Tuesday, Thursday and Saturday evenings.There will be different kind of shows with comedians, singers, magicians,contortionist, illusionist....Theme evenings could be organized according to different dates like Chinese newyear, Christmas, sport events or Olympic games of 2012... 12
  13. 13. 3.4.1: PR (event): we will invite the representatives of companies to the first show,which are used to organising conferences (for several days) at the hotel and thecompanies we would like to attract in order to show them our new service.We will make the first show for the Queen’s Birthday on April the 21st. The themewill be an opera.During the show the guests will have the possibility to have dinner for free and thesales team will take part to this event to provide information about the hotel,conferences, shows...3.4.2: Sales promotion: to introduce this service to the current customers, we will usethe Chinese new year. Indeed we will give them Chinese cakes in which they willfind voucher or invitations for shows available for the next time they will come atthe hotel.Example: free dinner and drink... It will be a Chinese dinner provided by the caterRagamama (Asian food specialist).3.4.3: Advertising: we will give out brochures and put some pictures on thewebsite of the company and short extracts of the shows by video. We will also putposters around the hotel. 13
  14. 14. Two people of the event team will be responsible of this project in order to bemore efficient. We will train all employees by doing a meeting to explain theconcept, the objectives and the target of this new activity. About location, it will be inthe Buckingham suite because it’s the biggest of the hotel and it can be adaptedaccording to the number of spectators. 3.6: Management plan Who is What? When? How much? Comments responsible? Queen’s 1. PR 21.04.2011 Event team 8 000€ birthday Marketing 2. Sales 12.01. 02.04. Chinese new department 6 000€ promotion 2010 2011 year event (managers) Location in the 30.04. 30.09.3. Advertising Advert. agency 3 000€ hotel (website 2011 2011 also) 14
  15. 15. In the second part, we have seen that thanks to our new service, we can earn246 240€ per year.So if we take 8% of our yearly sales forecast to realize our project, it represents:246 240 x 8% = 19 700€We can distribute a part of this budget to each expenses: Resources Expenses MarketingCooperative bodies 8% (1576€) 88% (17 336€) promotion Capital/ Loan 92% (18 124€) Marketing research 2% (394€) Non-allocated 10% (1970€) funds 15
  16. 16. The project must be checked by event managers and sales managers of thecompany. They can discuss it during the weekly meeting of marketing and salesdepartments (every Friday morning). 4.2: Control toolsThe team could do surveys in order to check the satisfaction of the customersabout the shows (what do they want to improve?).We could use some figures measuring the percentage of people present at the showcompared with the total number of clients present in the hotel. 4.3: Control by Milestones The interesting dates are :  Henley Regatta  Chinese New year  Wimbledon  Queen’s birthday  Ascot  Valentine’s day  Christmas  Mother’s and father’s day 16
  17. 17.  Thanksfor your attention to our presentation The Buckingham Suite 17
  18. 18. Back 1.Environmental analysisPolitical: The hotel evolves in an international context because Marriott is aworldwide company.Economical: It’s a luxurious hotel that’s why all people can’t go in this kind of hoteland with the financial crisis, people have less money even business man or currentcustomers can take the decision not to come again.Social: Business men, pilots, air hostesses, etc. like staying in luxurious hotels. Thiskind of hotel doesn’t have a large target. It’s only people who have a lot of moneywho can pay for this quality of service.Technological: The hotel offers a certain level of technologies to their customers.They have the opportunity to have in the hotel 20 meetings rooms with WirelessInternet, audiovisual & videoconferencing, full business services, computers, printersand so one. The level of services is very high and there is a large choice: Copy, fax,Messenger, Secretarial service, Translator and a lot of equipment.Ecological: rules linked to ecology are imposed: to recycle the garbage, to saveenergy.Legal: Rules about security and safety 18
  19. 19. On which markets is the hotel? •Hotel Business: Of course the Heathrow Windsor Marriott Hotel is first of all hotels; •Restaurant Business: The hotel has got a restaurant; •Bar Business: There is a bar •Event Business: Events can be organized at the hotel (for individuals and for companies); •Leisure Business: There is a leisure club with a fitness club, a sauna, steam rooms, solarium and a beauty center;Porter’s Five Forces Model Grade (1 to 10) Weight out of 1.0 Result out of 10 Barriers of entry and exit 7 0.4 2.8 Substitutes 4 0.1 0.4 Bargaining power of 7 0.4 2.8 customers Bargaining power of 5 0.2 1.0 suppliers Level of market 1.0 7 competitiveness 19
  20. 20. BackBarriers of entry and exit: 7/10It is quite difficult to enter on the sector of luxurious hotels, there are a lot of rules to respect and theimage of the four or five stars hotels are very strong that’s why it’s hard to build a strong brandimage at the entry on this market.Substitutes: 4/10If we consider the hotel business in general, we could say that substitutes to the hotels are camping,youth hostels etc. but these are not really a threat to luxurious hotels because they don’t target thesame clients.Bargaining power of customers: 7/10Customers have a strong bargaining power, indeed they are the base of the hotel’s image. If thereis no client, there is no hotel anymore.Bargaining power of suppliers: 5/10If it doesn’t work with a supplier, the hotel can easily decide to take another one. But in the otherhand, it is quite complicated to change of suppliers, because you have to find someone that youcan trust. In the luxury business you can’t take the risk to have suppliers which don’t do their workcorrectly.Level of market competitiveness: 7.0/10According to the chart above, we see that the level of market competitiveness is 7.0. Indeed, it isquite high because even if there are almost no substitutes to a luxurious hotel, it is balanced by thefact that the bargaining power of the customers is high.The level of competitiveness is 7.0/10, indeed the bargaining power of customers and the barriersat the entry and at the exit are quite high and the threat concerning the substitutes and thebargaining power of suppliers are quite low. 20
  21. 21. The five main direct competitors of the Heathrow Windsor Marriott Hotel are: Competitors Description It is a four stars hotel located in Old Windsor (1.9 miles away from Beaumont Estate our hotel). It is a countryside hotel with a very nice park. They have a wonderful reception room called “The Chapel”. It is a four stars hotel located in Wexham which is 3.2 miles away Pinewood Hotel from our hotel. It is a countryside hotel with a nice park. But it is quite small. It is a four stars hotel located in Slough, 6.2 miles away from our Copthorne Hotel hotel. A lot of companies organise conferences there. (proximity Slough Windsor with the Slough Trading Estate) It is a four stars hotel. It is one of the Heathrow hotels. It is 4.1 Sheraton Heathrow miles away from our hotel. They have a lot of clients because the Hotel Airport is not far away from there. 21
  22. 22. BackIndirect competitors •Hotel: it can be chain of budget hotels . In fact this kind of hotel purpose a room for a night but it’s not the same quality and service. i.e.: holiday inn, accord, Hilton, •Restaurant: it can be all other places which make food: other restaurants without the same level of quality and service or fast food, pizzeria and so on. •Event: we can find in this category: nightclubs which offer regularly theme night or promotion for some events in the year (Halloween, Christmas, national Day, new year…) •Leisure: It can be the manufacturers of sport equipment. 22
  23. 23. Back 23
  24. 24. To follow you can see different positioning (part1, point 7) depending onlocation, quality of services and diversity of services. On the same graphic youfind also positions linked by the point 5 in the second part. 24
  25. 25. Back1 Back 2Between the 3 graphics,this one is the mostimportant . That’s whywe have decided toconcentrate our effortson these points (locationand diversity ofservices) and to reachthe ideal point. 25
  26. 26. BackMarketing objectives : Strengths Weaknesses Thanks to its good location near the airport and the Slough The absence of low cost Trading Estate, the Heathrow Windsor Marriott Hotel attracts lots brands in the group allows and divers clients. Marriot Hotels to have a Their big range of services allows them to reach several types of strong image of quality. clients. Moreover, they do not depend on one market as their Opportunitie activity is divided in many segments. s The fact that the staff is very friendly and close to the customers is an advantage as it allows the management team to understand better the clients’ needs and thus to adapt the offer to their expectations. The location of the hotel makes the competition higher as several In case of economic crisis, other famous hotel brands are settled in the same area. people tend to save money The Marriott brand inspires so much confidence that they hardly and choose rather low cost can fail or make a mistake; otherwise it will destroy their hotels. Threats reputation. They always have to be at the top… Too many services can tarnish their reputation if they only focus on the quantity and not the quality. 26
  27. 27. BackQuestionnaire to Katie Lahlou, sales manager of the HeathrowWindsor Marriott Hotel.Do you think that our project is achievable?Answer:Well, I think this would be a great idea , insofar the hotel alreadyorganizes big events especially for companies. So it can be interesting todevelop our offer in this wayWhich companies would you collaborate with?Answer:As we often work with Ragamama, we know the quality of the servicesthey offer and I think that it could be interesting to work with them onthis project in order to take benefit of their experience.But also I believe that O2 would be a good partner as the project isabout concerts. 27

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